If you look at all the examples in the link, it's a pretty smart project overall.
Does make me wonder if Brighton will do something similar in the next couple of years. I think our current 'identity' is pretty basic and hasn't really changed dramatically in the 11 years since the Amex opened.
We are still a bit 'Championship' and with a few years of being in the Premier League under our belts a rebrand on these lines might be on the cards. Keep the badge but develop the merchandise and graphic design etc to have a consistent and strong identity.
Not going to buy a BHAFC tracksuit, but some merch with a bit more thought than sticking a club badge, or the words Brighton & Hove Albion on the front in a variety of fonts would be nice...
I'd love to see us doing something like this. I think Brighton as a city (and a club) is a strong enough brand to ensure that non football fans and fans alike would be interested in buying this stuff if marketed right, especially amongst younger people. On the odd occasion I wander round the club shop I wince at some of the templated tat they sell in there.